AKIO MORITA was a co-founder of Sony Corporation. Shortly after Sony had developed their new transistor radio, the Bulova Corporation wanted to place a very large order. But Bulova wanted the radio produced with the Bulova name on it. Mr. Morita refused.

    Although Sony was very small and the order represented a full year’s production, it was rejected. In fact, that one order was worth ten times what the whole company was worth. It was a tough decision, but Morita realized that to accept the order would have helped build Bulova’s name, not Sony’s.

    He said: “Fifty years from now, my company’s name will be as big as yours, and I know that this radio is going to help us develop that name.”

    How did Akio Morita create this sense of certainty that he was able to turn down such a lucrative order? He simply imagined the future of his company. He directed his focus and saw in his mind a large, dynamic corporation called Sony, that would eventually become a world class electronics and entertainment powerhouse.